Main character adidas has one of the richest archives in sporting history. So on this Heritage brief the challenge wasn’t credibility — but making that legacy feel relevant now, as performance wear built for today’s athletes.

Predominantly a tennis collection, with extensions into cycling and training, our concept centred on the idea of Legacy In Action. A device that enabled us to look simultaneously back and forward in time — not as nostalgia, but as momentum. A way to lean into the retro codes of the archive while grounding them in the present through athletes actively shaping what comes next. 

For our SS25 drop we cast athletes at different stages of their journey — from those whose legacy is already cemented, like former world number one Caroline Wozniacki, to the new generation, including the likes of pro training athletes, Sydney Wells and Eric Leija.

The result was a system where a single image and headline could communicate it all: archive inspiration, modern performance, cultural relevance.

Over the course of several seasons and campaigns, Heritage became purely tennis-focused, giving rise to Own The Court — sharpening legacy into something more immediate and assertive. Inspired by the attitude of the match winners that have come before, and made for a new generation of players who want their look to be as iconic as their game, the message is clear: when you wear Heritage you don’t just play, you own the court in every sense.

Our work on Heritage has been rolling out globally since early 2025 and continues to do so into 2026 across digital, social and retail.